Why do you think ASO has become such an important aspect of app marketing over the last few years?

App Store Optimization (ASO) has become increasingly popular over the last few years, as the amount of mobile apps have kept increasing phenomenally on the stores. Indeed, with over 2 millions apps on both the Apple App Store and the Google Play Store, app developers and marketers have no choice but building a powerful app marketing mix including multiple channels and techniques to make their apps stand out.

Similarly to Search Engine Optimization (SEO) and websites, ASO has emerged as the process seeking to increase app’s visibility and discoverability in order to drive more organic traffic and, ultimately, organic downloads.

Users driven by ASO are high-quality users who are most likely going to stick with the app (as long as it is offering a great experience and has a strong retention strategy). This dimension is extremely important since retention and engagement have proven to be determinant of an app’s success nowadays.

In today’s highly competitive world of apps, it is crucial to dedicate enough efforts to ASO which is now one of the most cost-effective solution to increase installs and sales.

What advice do you feel is most important for app companies getting started with ASO?

One of the most important aspects to understand is that ASO is an ongoing process requiring continuous and regular efforts.